Menu
This empirical study examines the complex interplay between social media usage, advertisement quality, students’ purchasing behaviour, and consumer satisfaction in the context of a digitally connected world. By employing a quantitative methodology and an alysing data collected from a sample of 187 pupils residing in the region of Malappuram, this study uncovers remarkable findings. Firstly, this highlights the crucial significance of social media as a driver of students’ purchasing behaviour, exhibiting a positive link between the utilisation of social media and the act of making purchases. Furthermore, this study highlights the significant impact of advertisement quality on purchase decisions, suggesting that the presence of high-quality adverts enhances the probability of students engaging in purchasing activities. The study emphasises the correlation between the quality of advertisements and customer happiness, indicating that individuals who are exposed to high-quality advertisements are more likely to feel higher levels of pleasure in their consumer interactions. The implications of these findings are of great importance for marketers, highlighting the necessity of developing advertising strategies that are aligned with social media platforms and leveraging the capabilities of artificial intelligence to improve the quality of advertisements. For educators, this highlights the significance of digital literacy in enabling pupils to proficiently navigate the digital environment. In summary, this study provides significant contributions to the understanding of the changing patterns of student consumer behaviour in the digital era, focusing on the central role of social media and artificial intelligence. Future research endeavours might delve into contextual changes and the distinct characteristics of adverts that have the greatest impact on customer behaviour and pleasure.
• Behera, R. K., &Bala, P. K. (2023). Unethical use of infor- mation access and analytics in B2B service organisations: The dark side of behavioural loyalty, Industrial Marketing Management, 109: 14-31.
• Ho Nguyen, H., Nguyen-Viet, B., Hoang Nguyen, Y. T., & Hoang Le, T. (2022). Understanding online purchase in- tention: the mediating role of attitude towards advertising, Cogent Business & Management, 9(1), 2095950.
• Hutter, K., Hautz, J., Dennhardt, S., &Füller, J. (2013). The impact of user interactions in social media on brand aware- ness and purchase intention: the case of MINI on Face- book, Journal of product & brand management, 22(5/6): 342-351.
• Jung, J., Shim, S. W., Jin, H. S., &Khang, H. (2016). Fac- tors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea, International journal of Advertising, 35(2): 248-265.
• Kabadayi, S., & Price, K. (2014). Consumer–brand en- gagement on Facebook: liking and commenting behaviors, Journal of research in interactive marketing, 8(3): 203-223.
• Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention, Journal of Consumer Behaviour, 19(1): 47-56.
• Li, Y., &Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. Journal of Marketing Research, 57(1): 1-19.
• Phua, J., Jin, S. V., & Kim, J. (2020). Pro-veganism on Ins- tagram: Effects of user-generated content (UGC) types and content generator types in Instagram-based health market- ing communication about veganism. Online Information Review, 44(3): 685-704.
• Siddiqui, A. N. (2014). TV ads impact on consumer pur- chase intention. In International Conference on Marketing (pp. 1-20).
• Verhagen, T., Swen, E., Feldberg, F., &Merikivi, J. (2015). Benefitting from virtual customer environments: An em- pirical study of customer engagement, Computers in Hu- man Behavior, 48: 340-357.
Desh Bhagat University,
Off to NH-44, Amloh Road, Mandi Gobindgarh,
District Fatehgarh Sahib, Punjab- 147301, India